Welfairytales

The Danish EXPO 2010 Pavilion in Shanghai manifests Denmark as 2010上海世博会丹麦展馆将展示丹麦的梦想城市。我们想邀请

a nation of Welfairytales. This is an open invitation to take part in a 您步入一个新的童话世界，一个有关优质生活的童话，一个在
new fairytale. A fairytale about quality of life and how to design cities
兼顾人类福祉和美化环境的同时进行城市规划的童话。
where human well-being and a better environment are two sides of
the same coin.
Published in Denmark by The Ministry of Economic and Business
Affairs in 2008.

No part of this book may be reproduced in any manner, in any media

or transmitted by any means whatsoever, electronic or mechanical
without the prior written permission of the publisher.

Produced by 2+1 Ideas Agency and BIG.

Denmark’s contribution to Expo 2010 has been developed by BIG,

2+1 Ideas Agency, ARUP and Studio Louise Campbell.

出版：丹麦经济与商业事务部
设计与制作：丹麦2+1 创意公司和 BIG 公司
印刷与装订：丹麦 vahle+nikolaisen 公司

版权声明：
未经出版方事先书面许可，不得以任何形式、在任何媒体转载、
传播、复制、再造、改编或陈列本书中的任何内容。

2008 年 · 丹麦
丹麦对2010 年上海世博会的贡献是由 BIG 公司、2+1 创意公
司、ARUP 公司，和 Studio Louise Campbell 工作室共同发展策划
的。
content
-
目录

7 Welfairytales 梦想城市
- -
14 Pavilion 展馆
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17 Exhibition 展览

22 Branding strategy 品牌战略

- -
32 Campaign 推广活动

36 Organisation 组织
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40 Shanghai Expo 2010 2010年上海世博会
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welfairytales -

梦想城市
Exhibition

Welfairytales
-
梦想城市

The Danish pavilion at EXPO 2010 is called Welfairytales. 2010 年世博会上的丹麦展馆将以“梦想城市”而命

In an exciting and interactive way, it presents our country 名。展馆将以采用饶有趣味的互动形式，充分运用
using elements that Denmark and China have in common. 丹麦和中国的共同元素，立体地展示丹麦的国家形
象。
With Welfairytales, we want to show that welfare is not
just about wealth. It is the opportunity to live a life that is 在梦想城市中，我们希望呈现的福利不仅仅关乎财
humanly as well as environmentally coherent. 富；而是为充满人文关怀以及与环境和谐发展的生
活方式提供一个机会。
A Welfairytale is when lifestyle, consumption and growth
go hand in hand with sustainability and social consideration.
梦想城市将生活方式、消费和发展与可持续性和社
Welfairytales are stories about what we are good at in
会因素紧密结合在一起。它讲述了丹麦所擅长的方方
Denmark, namely to act holistically with an eye for both
面面，即将发展建立在全面关注人类因素和全球影
the human factor and the global implications.
响的基础之上。
Welfairytales is more than a traditional exhibition pavilion.
It is an opportunity to try out Danish city life. You can jump
梦想城市不只是一个传统意义上的展馆。它为人们
on a city bike, meet the Danes, their lives and dreams. 提供了一次体验丹麦城市生活的机会。您可以踏上一
You can let the children loose on the nature playground. 辆自行车，见识丹麦人，走近他们的生活和梦想；也
You can enjoy an organic picnic and dip your toes in the 可以让孩子们在天然的游乐场中逍遥嬉戏；或者，一
water by the Little Mermaid. 边享用健康的有机食品，一边惬意地躺在小美人鱼
雕像旁，将脚趾浸泡在舒适的水中。
Welfairytales is an invitation to take part in a new fairytale.
A fairytale about quality of life and how to design cities 梦想城市邀请您步入一个新的童话世界，一个有关优
where human well-being and a better environment are two 质生活的童话、一个在兼顾福利和美化环境的同时
sides of the same coin. 进行城市规划的童话。

What is your Welfairytale? 您的梦想城市呢？

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Pavilion -

展馆
Exhibition

The real deal

-
真实再现

The Danish pavilion will give visitors the experience of what 让游客感受丹麦真正的城市生活，这是丹麦展馆的
it is really like in Danish cities. Because, something you have 宗旨。因为，您亲身尝试的事物将远比您见过的任何
tried yourself is much more memorable than something you 展品更能令您难忘。
have just seen on display.
尽管我们无法在上海构筑一座完整的丹麦城市，但
As it is impossible to build an entire Danish city in Shanghai, 展馆将让游客有机会亲身体验丹麦城市生活最美的
the pavilion will give visitors the opportunity to try some of 地方。游客可以骑自行车绕展馆一圈；参观美妙的游
the best aspects of Danish city life themselves. You can ride 乐场；或在屋顶花园上进行一次美味的有机食品野
around the pavilion by city bike, visit a great playground or
餐。
have an organic picnic in the roof garden.

这个获胜项目描绘的是来自哥本哈根港湾的小美人
The winning project depicts the Little Mermaid from the
鱼雕像端坐于展馆中央的海港水池中。获胜团队的
harbour of Copenhagen sitting in a harbour pool at the centre
of the pavilion. The winning team’s idea is to transport the
构想是将真正的美人鱼雕像从歌本哈根运至上海。
mermaid from Copenhagen to Shanghai. This will be a ges-
这不仅体现了我们在文化上的慷慨大度，同时也展示
ture of cultural generosity and also an invitation to a cultural 了我们促进丹麦与中国之间文化交流的积极姿态。
dialogue between Denmark and China. While the mermaid 美人鱼雕像在上海展览期间，她在哥本哈根的位置
is in Shanghai her place in Copenhagen will be replaced by 将由中国艺术家的雕塑作品替代。
sculptures created by Chinese artists.
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Exhibition

Experience Denmark
-
体验丹麦

Like a Danish city, the Danish pavilion is best experienced on 与体验任何一座丹麦城市一样，徒步和骑自行车是

foot and by bike. The pavilion is designed as a traffic centre 体验丹麦展馆的最好方式。按照设计，展馆将成为自
for city bikes and pedestrians. 行车和行人的交通枢纽。

The pavilion consists of two orbits – an outdoor and an 展馆包括室内和室外两条轨道，两者共同结合于同

indoor – which are united in one coherent story. The outdoor 一主题之下。室外轨道用于连接展馆和展览区的高
orbit connects the pavilion to the Expo area’s elevated deck 架露台，包括一条丹麦式自行车道、一个带有自然景
and constitutes a Danish cycle path, a roof park with a nature 观游乐场的屋顶花园和自行车停车区。室内轨道则
playground and parking for bicycles. The indoor orbit con-
通往展览区底层，并包括展厅、会议室和工作区。
nects to the Expo area’s ground plan and houses the exhibi-
tion, conference rooms and workplaces.
环形轨道将两个不同的区域有机地连接起来。游客
可以从室内出发，移步于屋顶之上，然后挑选一辆自
The loops are connected in two places. Coming from the
inside, the visitors can move out onto the roof, pick up a bike
行车，沿室外车道骑入室内车道，并在穿越展厅时
and re-visit the exhibition by bike as the outdoor cycle path
重新观赏展览。
becomes an indoor cycle path that runs through part of the
exhibition. 体验展览，游客拥有两种速度选择：一种是悠闲地
漫步，饱览周围的美景；另一种是动感的自行车之
The exhibition can be experienced in two speeds, as a calm 旅，快速穿越城市和城市生活。
stroll with time to absorb the surroundings and as a dynamic
bicycle trip, where the city and city life rush past. 梦想城市在上海重新推出的自行车标志着一种生活
方式以及城市的可持续发展。世博会结束后，展馆可
Welfairytales re-launches the bicycle in Shanghai as a sym- 迁至上海另一处场所，并可作为上海新型城市自行
bol of lifestyle and sustainable urban development. When 车的中转站。
Expo closes, the pavilion can be moved to another site in
Shanghai and could function as a transfer point for Shang-
hai’s new city bikes.
Roof terrace and
Danish cycle path The roof terrace constitutes a Danish cycle path, a
- roof park with a nature playground and parking for
屋顶平台和丹麦自行车道 bicycles. The cycle path runs from the pavilion’s
top to the bottom and is covered with a light blue
material, known from the Danish cycle paths.
-
展馆的屋顶平台上建有自行车道、自然游乐场和自行车
存车处。自行车道从上到下均以淡蓝色材料铺垫而成，
是丹麦国内最常用的自行车道的铺垫材料。
Facade Band
- The steel of the facade band is perforated in a
展馆围板 pattern that creates the silhouette of a Danish
metropolis. From the inside, cyclists will get a
glimpse of a Danish urban landscape while moving
through the exhibition. From the outside, the
pavilion’s inner life will shine through the shapes of
the silhouette.
-
展馆正面围板由金属板组成，板上打孔以形成丹麦大都
市的影像图案。从展馆内部，骑自行车的人在穿过展馆
时可以看到丹麦的城市影像。从展馆外部，人们也可以
隐约看到展馆内的灯光和活力。
Exhibition wall
- The pavilion exhibition is an unfolded living
展馆围墙 fairytale book. The pavilion’s wall displaying the
Welfairytales is curved, creating a longer exhibition
course and small niche areas with room for objects
connected to the exhibition.
-
整个展览是一部全部打开的活童话书。展馆围墙蜿蜒
曲折，不但创造较长的用来展览“梦想城市”的展
位，而且形成很多用来展览相关物件的小房间。
Basement &
conference facilities Conference facilities, as well as kitchen and staff
- facilities are placed in the basement with the pos-
地下室和会议厅 sibility of an independent entrance. A big window
running along the edge of the pool supplies the
conference room with light and a clear view of the
Little Mermaid.
-
会议设施、厨房和工作人员设施均设在地下室，以便开
设独立的入口。人工水池和坐落其中的美人鱼只有一窗
之隔，因而也拥有从展厅顶部照进来的自然光。
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Exhibition

MATERIALS, CONSTRUCTION
AND LANDSCAPE
-
材料、构造和景观

13.6

12.5
The pavilion is a monolithic structure in white painted steel. 展馆将采用喷涂为白色的单体钢结构。白色幕墙赋
The white facade gives the pavilion a characteristic maritime 予展馆以标志性的航海气质，重在体现丹麦悠久的
look that reflects the Danish maritime tradition. The white 航海传统。此外，具有散热特性的白色还将有助于
colour also helps to keep the pavilion cool because of its 保持展馆的凉爽。 7.6
heat-reflecting characteristics.
5.0
屋顶将覆盖淡蓝色的人工材料——众所周知这是丹 EXHIBITION
The roof is covered with a light blue artificial material, known 麦自行车道的颜色。在展馆内部，地面将覆盖浅色环
from Danish cycle paths. Inside, the floor is covered with 氧涂料，而且同样设有一条蓝色自行车道。通过这条
light epoxy and also features the blue cycle path where the
蓝色的自行车道，自行车可以穿越整栋建筑。 0.0
bikes pass through the building. ENTRANCE ZONE
LOUNGE

幕墙的钢结构采用钻孔设计，其图案构筑出丹麦都 HARBOUR BATH

The steel of the facade is perforated in a pattern that creates
市的剪影。立于展馆之外，透过途经的自行车手和行
the silhouette of a Danish metropolis. From the outside, the
pavilion’s inner life will shine through in the shape of the
人的剪影，仍隐约可见馆内的生动场景。
silhouettes of cyclists and pedestrians as they pass by.
展馆的建造将在造船厂内完成，高度预制化的工艺
The pavilion will be constructed on a shipyard and the high 确保了简单的部件运输、迅速的现场组装、以及合理
degree of prefabrication enables simple transport, a swift 而有效的拆卸和搬移。
assembly process on site as well as rational and effective
dismantling and relocation. 展馆的地面将建成为略带坡度的草坪，以供人们在
荫凉的垂柳下进行草地野餐。到达区和出口区将采
The pavilion ground will be constructed as a slightly elevated 用蓝色自行车道和白色混凝土地面进行界定。
lawn for picnicking on the grass under shady Weeping
­W illows. The blue cycle path and white concrete surfaces
will define the arrival and exit areas.
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exhibition -

展览
Exhibition

The living
fairytale book
-
逼真的童话书

The pavilion exhibition is an unfolded living fairytale book. 展馆中的展览是一本打开且逼真的童话书。童话书是

The fairytale book is an interactive picture book, which 一本互动式图册，它鼓励观众分享自己的故事，交流
invites the audience to contribute with their own tales and 中国和丹麦有关优质城市生活的想法。
thereby create a dialogue between Danish and Chinese ideas
about good city life. 这本逼真的童话书包含三个章节：

The living fairytale book has three chapters: 我们如何生活

讲述丹麦城市生活的故事，讲述将可持续性发展作
Tales of how we live
为生活方式的故事。
Tales of Danish city life where sustainability is a lifestyle
choice.
我们如何娱乐
讲述丹麦人城市生活最爱的故事。
Tales of what we love
Tales of what we Danes love most in our cities.
我们如何设想未来
Tales of where we’re going
讲述丹麦技术和解决方案改善未来城市生活的故
Tales of Danish technologies and solutions that can improve 事。
life in the cities of tomorrow.
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Exhibition

Show, tell & Try

-
展示·述说 ·尝试

1 2 3

The exhibition will combine images, film, words and sound 展览将充分结合图片、影片、文字和声音等方式，邀
and invites visitors to try out the Welfairytales themselves. 请游客亲身体验梦想城市。您将不仅能阅读到有关
You don’t just read about the city bike, you can ride it. You 城市自行车的介绍，还可以亲自驾乘自行车；不仅能
don’t just read about nature and ecology in the city, you can 了解有关城市自然和生态的情况，还可以游览屋顶
visit the nature playground on the roof and have an organic 的自然景观游乐场并享用有机食品。
picnic.
以下一组例子旨在证明我们如何在展览的概念框架
The following is a set of examples of how very different 下讲述丹麦城市和城市生活的不同故事。
stories of Danish cities and city life can be told within the
conceptual framework of the exhibition.
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Exhibition

Tales of how we live

-
我们如何生活

Tales of how we live in Danish cities. This could be the story 讲述我们在丹麦城市中如何生活的故事。这些故
of the harbour bath, the city bike, the forest kindergarten, the 事可以来自港湾水池、自行车、森林幼儿园、
“手指
finger plan or other examples of sustainable city life. 型”城市规划，也可以是其它可持续性的城市生活方
式。
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Exhibition

Tales of what we love

-
我们如何娱乐

Personal stories of what Danes love most in our cities. It 讲述丹麦人城市生活最爱的个人故事。这可以是在

could be about going to the flea market on a Sunday, taking 周末逛跳骚市场、在港湾中游泳或是在游艇甲板上
a swim in the harbour or enjoying the sun on the deck of a 日光浴，也可以是丹麦人喜欢做的其它事情。
houseboat or other examples.
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Tales of where we’re going

-
我们如何设想未来

Tales of Danish technologies and solutions that can improve 讲述丹麦技术和解决方案改善未来城市生活的故

life in the cities of tomorrow. This could be the story of wind 事。这可以是风能、供热、建筑技术或时装设计的故
energy, heating, building techniques or fashion and design 事，也可以是改善未来生活品质的其它可持续性理
– or other examples of sustainable ideas for improving the 念。
future.
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A flexible and open

exhibition concept
-
灵活开放的展览概念

Welfairytales is a very flexible exhibition concept that can 梦想城市秉承了一个极其灵活的展览概念，联合了许

integrate many different business partners and many differ- 多不同的商业伙伴，融入了许多不同的丹麦故事。
ent stories of Denmark.
参展商业伙伴可以提供旨在佐证所述故事的技术方
The pavilion’s business partners can contribute with techno- 案，以具体的经验说明解决方案如何在实际中得到
logical solutions that exemplify the stories told with concrete 应用。其中部分故事将采用互动形式，并邀请展馆游
experiences of how solutions can be applied in praxis. 客分享他们有关优质城市生活的想法。
Some of the Welfairytales will be interactive and invite the
pavilion’s visitors to contribute with their own ideas about
the good life in the city.
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Branding Strategy -

品牌战略
Exhibition

Branding Strategy
-
品牌战略

The Danish participation in Expo Shanghai is a great invest- 丹麦参与上海世博会是一项重大投资，尽可能将其

ment that needs to be transformed into as much positive 转化为积极的品牌价值对于丹麦和参展合作伙伴而
branding value for Denmark and the participating partners as 言都具有重要的意义。
possible.
丹麦在中国的潜力
Denmark’s potential in China 如今，中国正面临对财富和财富象征的巨大需求。在
At present, China is experiencing an enormous demand for 消费主义和城市发展层面，这体现在追求西方财富、
wealth and symbols of wealth. With regards to consumerism 保障和奢侈的标志。但这些标志往往是孤立的，无
and city development, this is expressed through achiev-
法在将发展、财富、个人消费主义和可持续性融为一
ing Western symbols of wealth, security and luxury. Often
体的全局理念中得到统一。在此背景下，丹麦的潜力
these are isolated symbols that are not bound together in a
是我们拥有下一阶段经济繁荣所需的工具。在这一
comprehensive mindset about how growth and wealth and
阶段，必须同时考虑发展和福利，消费主义也必须体
individual consumerism could be combined with sustain-
ability. In this context, Denmark’s potential lies in that we
现责任。
have the tools needed for the next phase of this economic
boom. The phase - where growth and welfare have to be 如今中国的需求：财富
considered side by side and where consumerism also has to
express responsibility. 未来中国的需求：福利

Chinese demands today: wealth 梦想城市证明：我们有能力满足这一需求。

Chinese demands tomorrow: welfare

Welfairytales demonstrates that we can fulfil this demand.

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Exhibition

Danish values
-
丹麦价值

Welfairytales will tell a tale of Denmark that corresponds 梦想城市将以战略的眼光瞄准中国市场，以创意的

with the global Danish branding strategy that is interpreted 视角面对目标受众，诠释一个符合丹麦全球品牌策
strategically with regards to the Chinese market and crea- 略的丹麦童话。梦想城市将传达如下丹麦价值：
tively with regards to the target audience. Welfairytales will
communicate the following Danish values: 丹麦从消费主义和发展与可持续性和社会责任紧密
关联的角度出发，全面考虑发展问题。
Denmark thinks holistically in the sense that consumerism -
and growth go hand in hand with sustainability and social 丹麦象征着自然、美好、优质生活和生活激情。
responsibility.
-
-
丹麦尊重传统、锐意创新。
Denmark stands for the natural, beauty, quality of life and
-
passion for life.
丹麦代表着透明度一一我们希望创造一个公民充分
-
Denmark respects tradition in renewal.
知情的社会。
-
Denmark stands for transparency – we want to achive
a society with well-informed citizens.
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推广活动
Exhibition

Campaign
-
推广活动

The Danish participation in Expo Shanghai is of great brand- 丹麦参加上海世博会不仅为丹麦和参展合作伙伴带

ing value not only for Denmark and the participating partners 来了巨大的品牌价值，实际上对于丹麦人而言，也是
but also for the Danes per se. Expo Shanghai is an event of 如此。上海世博会将是一次规模空前、潜力巨大的活
such scale and potential that the project should be presented 动，为此，应当从全丹麦的角度展示这一项目。开放
for the entire Denmark. Openness will enable the Danes to 的观点使得丹麦人能够密切关注这一项目，并了解丹
follow the project closely and learn about Denmark’s position 麦在全球舞台上的位置。
in this global arena.
为了实现最大的品牌价值以及公开发布项目信息，丹
In order to achieve maximum brand value as well as an open
麦参加世博会将是一场从2008年开始启动并在2010
communication about the project, Denmark’s participation in
年达到高潮的推广活动。
Expo will be regarded as a campaign that peaks in 2010 but
begins already in 2008.
推广活动策略基于两大基本理念：
The campaign strategy is based on two
fundamental ideas:
展览的内容将在今明两年内通过与丹麦民众的对话
而确定。
The content of the exhibition will be developed in dialogue -
with the Danish public over the next two years. 丹麦和中国将交换美人鱼雕像。
-
Denmark and China will exchange mermaids.
44 welfairytales Branding strategy organisation 45
- - -
Pavilion Campaign Shanghai Expo 2010
-
Exhibition

Dialogue with the Denmark and China

Danish public exchange mermaids
- -
与丹麦民众对话 丹麦和中国交换美人鱼雕像

A campaign website and collaboration with one or more 在2008 年末或 2009年初，拟建成推广活动网站，并与 The mermaid exchange will be an event that will create at- 交换美人鱼雕像将是一项引起全球媒体关注的重大
­media partners will be established in late 2008 or early 2009. 一家或多家媒体达成合作。 tention and ongoing global media coverage for Denmark on 举动，届时，媒体将纷纷通过电视、广播、报纸和各
TV, radio and in newspapers as well as various periodicals. 类期刊聚焦丹麦。在中国，广泛的知名度将有助于丹
Hereafter, the collaborating media partners and the website 此后，协作媒体合作伙伴和网站将成为与丹麦民众 In China, advance publicity will contribute to making the 麦展馆成为国际电视公司报道世博会时竞相关注的
will act as a platform for dialogue with the Danish population 就展览问题进行对话的平台。 Danish pavilion an obvious focal point for the international 焦点。同时，这也为人们在歌本哈根欣赏年轻中国艺
regarding the exhibition. TV-corporations’ coverage of Expo. It will also be a chance 术家的艺术、以及在上海欣赏美人鱼雕像提供了一次
to experience young Chinese art in Copenhagen while the 千载难逢的机会。
Danish mermaid is in Shanghai.
 welfairytales Branding strategy organisation 47
- - -
Pavilion Campaign Shanghai Expo 2010
organisation -

组织
Exhibition

ORGANISATION
-
组织

The National Committee 全国委员会

A National Committee has been set up with the primary task 丹麦已成立全国委员会，主要事务是向公众、丹麦企
to present Denmark’s participation to the general public, 业和其他相关方展示丹麦形象。
Danish businesses and other interested parties.
王储殿下
HRH the Crown Prince
全国委员会主席
Chairman of The National Committee

经济和商业事务部长
MINISTRY OF ECONOMIC AND BUSINESS AFFAIRS
Lene Espersen 先生
Mrs. Lene Espersen, Minister

Realdania Realdania 基金会

Mr. Flemming Borreskov, Chief Executive Officer (CEO) Flemming Borreskov 先生，行政总裁

A.P. Møller - Mærsk A.P. Møller - Mærsk 集团

Mr. Tom Behrens-Sørensen, Chairman of Maersk China Ltd. Tom Behrens-Sørensen 先生，马士基（中国）有限公司
主席
GRUNDFOS
Mr. Niels Due Jensen, Chairman of the Board GRUNDFOS 集团
Niels Due Jensen 先生，董事会主席
Vestas Wind Systems A/S
Mr. Ditlev Engel, President & CEO Vestas Wind Systems A/S
Ditlev Engel 先生，总裁暨执行长
Danish Agricultural Council
Mr. Freddy Svane, Chief Executive Officer (CEO) 丹麦农业委员会
Freddy Svane 先生，行政总裁
The New Carlsberg Foundation
Mrs. Maria Fabricius Hansen, Member of the Board of 新嘉士伯基金会
Management
Maria Fabricius Hansen 女士，董事会成员
48 welfairytales Branding strategy organisation 49
- - -
Pavilion Campaign Shanghai Expo 2010
-
Exhibition

2008 2009 2010

s o n d j f m a m j j a s o n d j f m a m j j a s o n d
The project management 项目管理
The Expo 2010 group from The Danish Enterprise and Con- 丹麦企业和建设管理局（EBST）下属2010年世博会小
Development of exhibition themes  
struction Authority (EBST) manage the project and an Expo 组将负责项目管理工作，并成立世博会秘书处负责项
Secretariat has been established to undertake organisation 目的组织和实施。 Pavilion Design        
and implementation.
Campaign       
顾问小组
The Adviser Team 丹麦向2010年世博会提交的文件材料已由BIG、 Production of exhibition    
Denmark’s contribution to Expo 2010 has been developed by
2+1 Ideas Agency、ARUP 和 Studio Louise Campbell 完成
BIG, 2+1 Ideas Agency, ARUP and Studio Louise Campbell. Construction of pavilion      
编制。
Mounting of exhibition  
BIG (contractor/architecture), 2+1 Ideas Agency (exhibition/
公司 （建筑承包商）、2+1 Ideas Agency （展览/交
BIG Exhibition period      
communication) and ARUP (engineering) will be affiliated
to the EXPO Secretariat in an advisory capacity during the
流） 和 ARUP 公司（工程）隶属世博会秘书处，并将
在以后的项目开发过程中提供咨询服务。 Evaluation
further development of the project.

Further information 更多详情

For further information about Denmark’s participation in 有关丹麦参与2010年世博会的更多详情，请访问
EXPO 2010, visit www.expoinfo.dk www.expoinfo.dk。
 welfairytales Branding strategy organisation 51
- - -
Pavilion Campaign Shanghai Expo 2010
shanghai expo 2010 -

2010年上海世博会
Exhibition

Shanghai Expo 2010

-
2010年上海世博会

Official title 官方名称：

The World Exposition Shanghai China 2010 中国 2010 年上海世界博览会
Abbreviated title 缩写名称：
Expo 2010 Shanghai China 中国上海 2010 世博会
Official theme 官方主题：
Better City, Better Life 城市，让生活更美好
Exhibition period
展期：
1 May 2010 to 31 October 2010 (6 months or 184 days)
2010 年 5 月 1 日至 2010 年 10 月 31 日（ 6 个月/ 184
Expo area 天）
5,29 km² (the actual exhibition area: 3,28 km², additional
展区面积：
service area: 2 km²)
5.29 平方公里（实际展区面积：3.28 平方公里，附属
Location
服务区：2 平方公里）
Situated on the banks of the Huangpu River between Nanpu
Bridge and Lupu Bridge, downtown Shanghai
地点：
位于上海市区南浦大桥和卢浦大桥之间，沿黄埔江
Participants
两岸布局。
Official pavilion: 200 countries and international organisa-
tions. In addition to this – Urban Practice Area with 60 cases 参展者：
and 16 corporate pavilions 官方展馆：200 个国家和国际组织
Visitors
此外，还包含设有 60 个案例区和 16 个公司展馆的城
70 million – 90% Chinese and 10% other nationalities 市示范区
(estimated) 游客：
7000 万－ 90% 为中国人，10% 为外国人（预计值）
Expo 2010
The World Expo is a global, large-scale, non-commercial 2010 世博会
exhibition. It is an international meeting place with focus on 世博会是一次大规模的全球化非商业性展览。作为
cross-cultural dialogue, the strengthening of international 一个国际集会场所，世博会关注跨文化对话、增进国
relations and the exchange of solutions to global challenges, 际关系、交流应对全球挑战的解决方案，并逐渐成为
as well as being instrumental in branding cities, regions and 树立城市、地区和国家形象的最佳手段。 跨越 150
countries. With a history that spans more than 150 years, 多年的发展历史使世博会在经济、研究和技术领域
World Expo is considered the equivalent of the Olympics
享有与奥林匹克齐名的盛誉。
within the economic, research and technology fields.
52 welfairytales Branding strategy organisation
- - -
Pavilion Campaign Shanghai Expo 2010
-
Exhibition

Z0ne e
Better City, Better Life 城市，让生活更美好
The theme for Expo 2010 is Better City, Better Life. Expo 2010年世博会的主题确定为“城市，让生活更美好”，
2010 is the first world exposition to focus on the city’s 这是首届关注城市发展的世博会。 Z0ne d
development.
到2010年，50％以上的世界人口将居住在城市。城市
By 2010, over 50% of the world population will be living in 的发展引起了全球所有发达国家和发展中国家的兴
urban dwellings. The city’s development is of global interest 趣和关注。
and concerns all countries - developed and less developed.
地点
Location
2010 世博会区分为5个功能区：
The Expo 2010 area is divided up into 5 functional zones:
Z0ne a
Zone A A区
National pavilions for the Asian countries, excluding South
亚洲国家展馆（不包括东南亚）
East Asia. Z0ne b
B区
Zone B 主题展馆，中国展馆及东南亚和大洋洲国家展馆
Theme pavilions, China’s pavilion and national pavilions for Z0ne c
countries from South East Asia and Oceania. C区
欧洲、美洲和非洲国家展馆
Zone C
National pavilions for countries from Europe, America and D区
Africa. 主题展馆

Zone D E区
Theme pavilions. 城市示范区

Zone E 丹麦展馆位于C区，属于“北欧城”的一部分，将与芬
Urban Best Practice Area 兰、冰岛、挪威和瑞典比邻而居。
The Danish pavilion will be situated in Zone C as a part of the DK
‘Nordic town’, with Finland, Iceland, Norway and Sweden as
neighbours.
0 100 200 500 800 m
N
50
 57

OFFICE ENTRANCE TO
EXHIBITION FOR
BIKES AND PEOPLE

OFFICE
RAMP FROM
1ST FLOOR
ENTRANCE
FROM
ROOF

EXIT TO
ROOF

ENTRANCE AUDITORIUM

HARBOUR BATH
BIKES
HARBOUR BATH FROM ROOF
PUMP WATERPOOL KITCHEN COUNTER
WASH STORAGE PEDESTRIANS
STONE LITTLE MERMAID LITTLE MERMAID WASTE
WELCOME
STORAGE
PARTNER LOUNGE STORAGE

STAFF
EXIT BASEMENT LOUNGE EXHIBITION SHOP
SPACE
PANORAMIC VIEW FOOD AND DRINKS
LOUNGE

BIKE PARKING
CONFERENCE EXIT BASEMENT ON WHITE STRIPES
EXIT BIKES

CLOAKROOM
 59

1: STAFF
2: CONFERENCE AND MEETING
3: KITCHEN
4: FOOD AND DRINKS
5: SECRETARIAT
Staff 6: WELCOME
7: LOUNGE “LITTLE MERMAID”

Conference and meetings

8: SHOP
9: EXHIBITION SPACE
10: ROOF TERRACE
Kitchen

Food and drinks

Secretariat
1: STAFF
2: CONFERENCE Welcome
AND MEETING
3: KITCHEN
Lounge
4: FOOD AND DRINKS “little mermaid”
5: SECRETARIAT
6: WELCOME
Shop
7: LOUNGE “LITTLE MERMAID”
8: SHOP
Exhibition space
9: EXHIBITION SPACE
10: ROOF TERRACE
Roof terrace
 61

competition team 获胜团队 Photos 照片

BIG www.copenhagenstreetstyle.dk

Bjarke Ingels Anna Kirstine Jensen & Lina Søgaard Nielsen / Gademode.dk

Niels Lund Petersen Mikael Colville-Andersen / www.copenhagencyclechic.com

Jan Magasanik Trint Williams: http://creativecommons.org/licenses/by-sa/2.0/deed.en

Kamil Szoltysek Nicolás Curbelo: http://creativecommons.org/licenses/by/2.0/deed.en

Catherine Huang Stefano Mortellaro: http://creativecommons.org/licenses/by/2.0/deed.en

Sonja Reisinger Madalena Pestana: http://creativecommons.org/licenses/by-nd/2.0/deed.en

Mette Ohlendorff
2+1 Ideas Agency Moa Andersdotter

Mike Lippert Nicolai Perjesi

Rasmus Rune Nielsen Bård Ek/Scanpix

Signe Bjerregaard Gettyimages

Jesper Bech Hansen Corbis/Scanpix

Mikkel Gjelstrup Istockphoto

Helene Dalgaard Casper Dalhoff

Arup

Daniel Bosia
Florian Gauss
Paul Jeffries

Studio/Louise Campbell

Louise Campbell
Thomas Bentzen
The EXPO Secretariat

Danish Enterprise and

Construction Authority
Dahlerups Pakhus
Langelinie Allé 17
DK-2100 Copenhagen

STEEN CHRISTENSEN
Acting Commissioner General
Tel dir + 45 3546 6283
Mobile +45 2075 7887
[email protected]

JOHN HANSEN
Project Director
Tel dir +45 3546 6376
Mobile +45 4056 2266
[email protected]

STINE L. GULDMANN
Deputy Project Director / Project Manager
Tel dir +45 3546 6057
Mobile +45 2075 7888
[email protected]

LOTTA SALLING
Project Manager
Tel dir +45 3546 6544
Mobile +45 2075 7897
[email protected]
 Welfairytales
The Danish EXPO 2010 Pavilion in Shanghai manifests Denmark as 2010上海世博会丹麦展馆将展示丹麦的梦想城市。我们想邀请
a nation of Welfairytales. This is an open invitation to take part in a 您步入一个新的童话世界，一个有关优质生活的童话，一个在
new fairytale. A fairytale about quality of life and how to design cities
兼顾人类福祉和美化环境的同时进行城市规划的童话。
where human well-being and a better environment are two sides of
the same coin.